大學生生活型態與鄰近商圈文化消費之關係研究－以師大商圈為例

Abstract

本研究宗旨是瞭解大學生個人背景及生活型態與鄰近商圈文化消費現況是否有關係存在，並藉此瞭解大學生到鄰近商圈的文化實踐與交流的情形。研究對象為國立台灣師範大學校本部大學生，而以商圈文化商店調查與學生問卷調查作為研究工具。實地調查範圍是以師大路與和平東路交叉口為中心，周邊半徑500公尺為主要調查範圍，調查商店類型與消費內容。而問卷調查採取分層隨機抽樣，按各學院的學生比例，共發出問卷數目400份，有效回收問卷304份。並輔以描述性統計、因素分析、t考驗及單因子變異數分析來進行分析，研究結果顯示： 一、大學生生活型態可區隔成知識研究、權力社交、社會服務、實是求是、宗教慈愛與文藝氣質六個向度，而其中受試者在「社會服務」傾向的程度最高。 二、大學生選擇文化消費商店類型前三名依序為書店、生活店、咖啡飲茶店。進一步與實地調查類型作比較，書店與吃到飽餐廳類型消費需求明顯高於實際店家比例。 三、大學生的消費動機前三名依序為：與同學/朋友聚會、沈澱心靈、看書/研究功課；晚上17-22時為消費尖峰時段；每月消費次數最多為1-3次選項，顯示仍有很大的開發潛力。 四、部分不同個人背景變項的大學生，其文化消費行為有顯著差異；部分不同個人背景變項的大學生，其生活型態類型有顯著差異；部分不同生活型態大學生，其文化消費行為有顯著差異。 本研究另針對台師大學生、學校及後續研究者提出建議，以供相關人士參考。 關鍵字：文化消費、消費者行為、生活型態The purpose of this study is to find out whether personal backgrounds and lifestyles of college students have anything to do with cultural consumption of adjacent commercial areas and thereby explore cultural practices and interchanges of college students in commercial areas nearby. It studies students of the main campus of National Taiwan Normal University and employs the cultural store survey and student questionnaire survey as the research tools. The scope of the field survey encompasses an area within a radius of 500 meters with the crossroads of ShiDa Road and HoPing East Road being the center. Store types and contents of consumer activities are surveyed. The questionnaire survey is based on tiered random sampling. In accordance with the proportion of the students of each college, 400 questionnaires are issued with 304 valid questionnaires returned, which are analyzed through descriptive statistics, factor analysis, t-test and single-factor variable analysis. Research outcomes indicate: 1.College students’ lifestyles can be divided into six dimensions: knowledge study, power social interaction, social service, down-to-earth attitude, religious mercy and literary quality; among which survey respondents are most inclined to “social service.” 2.The top three store types chosen by college students are in order bookstore, daily necessity stores and cafeteria. Further comparison with the types identified via field surveys reveals that the demand for bookstores and all-you-can-eat restaurants is significantly higher than the proportion of available stores in reality. 3.The top three consumption motives of college students are in order: gather-together with classmates/friends, mental retreat, reading/study. The time between 5:00 PM and 10:00 PM is the peak hours of consumer activities. Most people choose “1-3 times” to show the number of their consumption activities indicating there is still great development potential. 4.The cultural consumption behavior of some of the college students of different personal background variables is significantly different. The lifestyle of some of the college students of different personal background variables is significantly different. The cultural consumption behavior of some of the college students of different lifestyles is significantly different. This study further proposes recommendations for students of National Taiwan Normal University, the school itself and follow-up researchers. The recommendations may also serve as references for concerned individuals.